Nestlé Commercial First To Make Direct Pitch To Dogs

Nestlé Commercial First To Make Direct Pitch To Dogs

One of the world's largest pet food manufacturers said on Friday it had launched the first television commercial designed especially for dogs, using a high-frequency tone to grab their attention.

Kyana Gordon
  • 30 september 2011

Is advertising literally going to the dogs? Nestlé Purina, one of the world’s largest makers of pet food, would argue yes as the brand announced today that it has created a television commercial directly targeted at dogs. The ad set to air on Austrian television this week uses three different sounds: a high frequency tone, a squeak that is similar to that of a dog toy, and a high-pitched ‘ping’ to attract the attention of both their dogs and owners. The 23-second Beneful spot aired earlier on German television and on the Internet over the summer.

According to Anna Rabanus, brand manager of Beneful for Nestlé Purina PetCare Germany: “We wanted to create a TV commercial that our four-legged friends can enjoy and listen to, but also allow the owner and dog to experience it together.”

It’s not the first time Nestlé has made a direct appeal to canines. Last year, the company put up specially scented posters across Germany where dogs could sniff the scent of Beneful dog food while out for a walk. The biggest question is whether dogs can tell their owners which brand to buy because ultimately it is owners who are purchasing the dog food.  View the video below of a dog reacting to the commercial.



+consumer goods

More in retail


Pay A Monthly Fee To Drive 22 Different Porsches

The car brand has introduced Porsche Passport, which gives a single person access to a whole fleet of cars starting at $2,000 per month

16 October 2017

This Startup Is Building Up P2P Seller Networks In India

Meesho is an e-commerce company looking to grow the value of small-scale social interactions

16 October 2017

The Latest


To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

October 18, 2017

At PSFK 2017, Peloton Co-Founder and COO Tom Cortese discussed how the company aims to utilize the power of Web 2.0 to marry the comfort of home fitness to the high-energy engagement of celebrity-run classes.

September 27, 2017
No search results found.